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Etrac Inc: The Invisible Maritime Empire
How a 70-person, $16.7M company dominates hydrographic surveying without a real website
Etrac Inc is the ultimate maritime ghost—a specialized hydrographic surveyor generating $16.7M annually with a web presence that looks like a broken redirect. Yet they command the technical talent and industry relationships that matter, operating as a Woolpert subsidiary since 2019.
"Their website is broken, but their hydrographic data isn't—revenue proves the product matters more than the polish."
The Post-Acquisition Identity Crisis
Since Woolpert acquired Etrac in 2019, the etracinc.com domain has essentially become a redirect shell. The site lists zero content, zero traffic, and zero organic keywords—yet the company continues operating with specialized talent like VP Michael Mueller and Hydrographer David Neff. This suggests a deliberate strategy: Etrac's value lives in its contracts and expertise, not its digital footprint. For maritime infrastructure clients, the relationship is direct-to-engineer, not SEO-driven lead gen.
The 'etrac' Search Moat
Despite their digital invisibility, the keyword 'etrac' commands 520 monthly searches. This isn't vanity traffic—it's branded search from a niche industry that already knows who they are. When you're a 70-person firm doing $16.7M in specialized maritime work, you don't need to rank for 'hydrographic survey services.' You need the 520 people already searching for 'etrac' to find your contact page. Even that seems broken, which means every lead is likely referral-based or direct outreach. It's a moat built on reputation, not algorithms.
The tech stack tells a similar story of acquisition-driven stagnation. They're running jQuery, Bootstrap, and Google Analytics—technologies that suggest the site hasn't been meaningfully updated since the Woolpert acquisition. Meanwhile, their actual leadership (Erik Mueller, Michael Mueller, Amit Jayakaran) represents deep maritime domain expertise. The disconnect is stark: world-class field talent, zero digital presence. This is either a massive oversight or a deliberate signal that they don't need new customers.
- Post-acquisition brand limbo: etracinc.com redirects to Woolpert's generic maritime page
- Zero organic traffic despite 520 monthly branded searches—a leak in the revenue funnel
- 70-person team with specialized hydrographic talent but no public case studies or portfolio
- Tech stack frozen in time (jQuery/Bootstrap) suggesting no recent web investment
Etrac is a revenue ghost ship
It sails on relationships and contracts, not clicks. For investors and acquirers, this is the ultimate signal: when your digital presence is dead but your revenue is alive, your product is defensible.
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Meta Tags
Maritime - Woolpert
MaritimeA leading provider of shallow-water lidar bathymetry and full-depth range sonar bathymetry, Woolpert’s making waves ... Read More
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About etracinc.com
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Technology Stack
etracinc.com uses 29 technologies across their website including YouTube Embed, Font Awesome, Adobe Fonts, PHP, and more.
Video
YouTube Embed
Fonts
Font Awesome, Adobe Fonts, Google Fonts
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PHP
CMS
WordPress
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cdnjs, jsDelivr
Cloud & Hosting
Cloudflare
Traffic & Audience
etracinc.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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